Announcing Wares, Winning Patrons, Voicing Ideals: Thinking about the History and Theory of Film Advertising

In recent years, Hollywood's advertising practices have been thought of as part of the apparatus of the cinematic institution that calls forth the consumer to occupy a social and economic relation set out within the film industry's ideology. Moreover, advertising and its related practices of publicity and exploitation' have been considered capable of influencing people not only to buy the movie show but also the lifestyles and ideologies represented in the films. Thus, in what some historians have termed a culture of consumption, film advertising seems a potentially significant instance of capitalism's penetration of our cultural unconscious.